Fifth Avenue South district again plans summer specials for Florida residents

Carolina Hidalgo/Staff
Ann Starr and Angie Shropshire, visiting from Chicago, enjoy lunch along Fifth Avenue South in downtown Naples on Jan. 24, 2014. About 30 new businesses and offices have recently opened or are in the process of opening on the street, according to Lise Sundrla, executive director of the Fifth Avenue South Business Improvement District.

NAPLES - Down time in downtown Naples means savings and pampering for Florida residents.

Winter's booming tourism season historically has been followed by a dried-up summer season when it comes to business in Naples.

That wasn't the case last year and it's not the projection for this year, according to Collier County tourism officials and business leaders.

A successful ad campaign that kept the street vibrant last summer by offering discounts to Florida residents was a winning one. Collier County tourism officials recently honored the Fifth Avenue South Business Improvement District and its director with the Best Innovative Idea award.

"2013 was the best summer in as many as 18 years," said Lise Sundrla, executive director of the Fifth Avenue South Business Improvement District.

Sundrla developed a creative strategy to attract in-state visitors to Naples last year.

The "You First on Fifth" campaign included advertising, marketing and great deals from 46 participating businesses offering discounts, sales and freebies for Florida residents.

The same strategy is coming this summer, June 1 through September.

"It was really exciting and surprising to win the award. It's really nice to be recognized by your peers and for not only making Fifth Avenue, but Naples, a destination," Sundrla said.

Cathy Christopher, marketing director of the Inn on Fifth, congratulated and thanked Sundrla. She nominated Sundrla for the tourism award for spreading the word that Fifth Avenue South appreciates Florida's year-round residents.

"Fifth Avenue South is Naples' Main Street and we very much want people to know how very much we want them here," Christopher said.

Summer is a great time to come to Naples, she said.

"Now it's your turn to come to the uncrowded shops and restaurants and get special treatment. Enjoy some down time in downtown," she said.

While several stores said they didn't track specifics on additional sales from the initiative, many store operators said the increased visitation was significant in just the first year of the program.

"Our spa was the biggest beneficiary of this deal," Christopher said regarding the "You First on Fifth" campaign's effects on the Inn on Fifth's three businesses — the hotel, restaurant and spa.

Specific discounts, participating stores and other details are to be announced May 30 in the Naples Daily News, on FifthAvenueSouth.com and the Fifth Avenue South Facebook page, officials said.

Some of the discounts available at the soon-to-be released list of restaurants and stores will include 10 percent off an entire purchase; buy one item at regular price and receive 50 percent off the second item; a free bottle of wine with dinner; free drinks; free gifts with a purchase; 20 percent off an entire restaurant check and others, said Elle Young of the Fifth Avenue South district.

To take advantage of the discounts and specials offered through "You First on Fifth," residents will show their Florida driver's license at the checkout or to the server.

The "You First on Fifth" campaign, Fifth Avenue South district and Resident Club Card are partners.

"We value that partnership and leverage resources," Sundrla said.

However, so as not to confuse residents, the Resident Club Card is a separate and different program.

The Resident Club Card requires a membership and is available year-round.

The "You First on Fifth" campaign doesn't require membership; it is open to all Florida residents and lasts for the summer.

Resident Club Card cardholders who are Florida residents can check with retailers and restaurants to see which will provide them the best discount for summer.